On 23rd June 2024, the France department of the animal rights group PETA lit up some of Paris’ most iconic landmarks, projecting a sky-high message to expose the cruel practices of LVMH (a multinational holding company and conglomerate specialising in luxury goods), which is the top local sponsor of the Olympic Games in Paris this Summer. This was done during the Olympics-themed Vogue World fashion show at the famous Place Vendôme

The projection featured the message “Louis Vuitton: Drop Exotic Skins.” PETA’s spoof Phryge (a mascot of the Olympics) was featured in the projection. Footage of humans slaughtering crocodiles was also projected at the Eiffel Tower and the Louis Vuitton hotel on the Champs-Élysées, which is scheduled to open in 2026.

On 9th May, PETA’s parody Olympic mascot sent another message in Marseille, calling out the cruel practices of LVMH, by disrupting the Olympic torch’s journey with a message: “The Olympics, sponsored by cruelty to animals.” PETA France’s costumed activist disrupted the event in Marseille, brandishing a “crocodile corpse” in one hand and, in the other, a “bloody” bag bearing the message “Louis Vuitton: Stop using exotic skins.”

LVMH was formed in 1987 through the merger of fashion house Louis Vuitton with Moët Hennessy, which was established following the 1971 merger between the champagne producer Moët & Chandon and the cognac producer Hennessy. According to PETA, “The company claims to embody an ‘exceptional spirit of innovation’ and is attempting to use the event to position itself as a modern leader, yet it continues to torture and kill animals for ‘fashion’ accessories made of fur or exotic skins.”  A PETA Asia investigation into slaughterhouses in Indonesia that supply LVMH showed snakes being beaten with hammers, inflated with water, and cut with razors while they were likely still conscious.

Take Action for Animals Exploited for Fashion: https://veganfta.com/take-action/animals-used-for-fashion/

Jordi Casamitjana
“Originally from Catalonia, but resident in the UK for several decades, Jordi is a vegan zoologist and author, who has been involved in different aspects of animal protection for many years. In addition to scientific research, he has worked mostly as an undercover investigator, animal welfare consultant, and animal protection campaigner. He has been an ethical vegan since 2002, and in 2020 he secured the legal protection of all ethical vegans in Great Britain from discrimination in a landmark employment tribunal case that was discussed all over the world. He is also the author of the book, ‘Ethical Vegan: a personal and political journey to change the world’.